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How To Create New Prospect Engagement With Video Content

By  Amy Chick
August 4, 2016

top_funnel_video.pngIf you’re part of the 92% of B2B marketers who use video in their content marketing strategy, you’ve likely already seen the benefit. Video content shares more information in less time than written content, and creates a stronger brand association.

Most marketers leverage video for middle- or bottom-of-funnel marketing – like product demos and client testimonials – but you’d be surprised how valuable video content can be as part of your top-funnel (TOFU) demand generation strategy.

Customers typically go through more than half of the buying process independently – so in the absence of a sales rep in the early stages, you can lean on video content to deliver the personality and expertise that facilitates a strong brand connection.

Top-of-funnel content should be educational in nature, and should attract audiences in the early stage of the buying cycle. To front-load your marketing funnel with prospects in your target demographic, you’ll need to go beyond native content on your website. Repurposing high-performing content for syndication will allow you to expand your reach and engage new audiences with your video content.

Try these three video formats for your TOFU content to increase engagement and brand awareness:

Explainer/tutorial video

What do you do when you need to quickly learn and apply a new skill or technique? In most cases, you probably turn to Google – and so does your audience. Explainer videos, or tutorial videos, drive traffic from “how-to” and “hack” search inquiries to position your team as subject matter experts.

Effective explainer videos break down a complicated concept into a story that’s easy to understand and apply by taking a show-and-tell approach to content. They offer a visually stimulating alternative to text-based tutorials, and serve as bite-sized resources to educate your audience and provide value as an expert in your industry or subject area.

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Review your analytics to identify high-performing content that adapts well to an explainer video. Look for pieces that dig deeper into the education of an audience – they should explain the “how” and “why” of a concept or task, not just the “what.” Your content could address a common frustration shared by your audience, give a few details about how to solve the frustration, and explain how your service makes the process easier in some way.

Explainer videos are often developed in the form of animated shorts, which allows for greater flexibility with visuals than a standard “talking head” approach. Animation makes it possible to develop characters and scenarios in a much more inventive way than live-action video, so you can get extra creative with the delivery of your information and create a unique experience that strengthens your brand.

Presentation video

If your team presents at tradeshows, participates in professional associations, or provides customer workshops, you have a built-in opportunity to develop great video content with minimal effort. Presentations are already formatted for teaching, and you may have a few superstar presenters who engage well with their audience and eloquently deliver workshops.

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A presentation video can be as simple as hiring a videographer to capture the live delivery – if your in-person audience responds positively to the content, there’s a good chance your online audience will appreciate it as well. Make sure your videographer has a clear sight line to the presentation and the proper equipment to capture professional-quality audio.

For an even better video experience, you can slice sections of the presentation with digital visuals. Treat the presentation as a voiceover for a consistent experience, and display on-screen visuals or animations to help explain the concept in more detail.

Interview video

By putting an executive or key SME in front of the camera, you can develop compelling thought leadership content with a ton of flexibility. Stage interviews about industry trends, best practices, or even a controversial viewpoint that diverges from the typical rhetoric in your niche. Stay away from client interviews, case studies, and testimonials – those videos are more appropriate further down the funnel.

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Outside experts also provide great material for interviews, and can build additional credibility through social validation. By engaging with a known figure in your industry, you’ll benefit from search traffic for this person’s name and expertise.

Maximize early-stage ROI

Repurposed content is a breeding ground for valuable intelligence about your audience’s needs and interests. Measure your video analytics to identify hot topics, and pay attention to viewer feedback to inform future video production. By remaining responsive to the evolving needs of your audience base, you can position yourself as the expert and stay relevant as they travel through your marketing funnel.

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By  Amy Chick

Amy Chick is a brand and content strategist with a geeky love for process and an uncanny aptitude for lame puns. After building a career in sales, marketing, and copywriting, Amy started an independent practice where she develops sustainable brand and messaging frameworks for change-minded businesses focused on improving their industry or community.

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